The client
C S Tay began with a bold vision—bringing the finest global products to Singapore. Focused on offering top-quality items for all ages, the brand prioritises quality over pricing, ensuring consistent standards that set them apart from the rest.
The objectives
The goals for this FMCG - Food & Beverage campaign are:
- Drive foot traffic to the C S Tay Roadshow at VivoCity.
- Raise awareness of C S Tay’s food products through user-generated content (UGC).
What was the campaign brief?
For this campaign, influencers were asked to take their followers along on a journey to explore C S Tay’s new product range.
The task was simple: head to the C S Tay Roadshow at VivoCity, grab a few key products—S-Pure Cooked Chicken, S-Pure Cooked Pork, and Chicken Twistees—and create a vlog-style Instagram Reel to showcase the experience.
The influencers were then tasked to film snippets of their trip to the roadshow, capturing moments of the event and the excitement of trying out the products. As they tasted and reviewed the food, they were encouraged to talk about what stood out—whether it was the taste, the convenience, or the affordability. They also needed to mention that these products were now available at FairPrice, making them accessible to everyone.
The caption was another important part of the brief. Influencers could either give a personal review of the product or share how they’d use it in their daily lives, like for a quick meal on busy days or at gatherings. Ultimately, the goal was to create authentic, relatable content that would encourage their followers to check out C S Tay’s new range at FairPrice.
FMCG’s Everyday Appeal: Bringing Brands Closer Through Real Influencer Experiences
Experience at the Roadshow, Shared Through Instagram Reels
We invited influencers to the C S Tay Roadshow at VivoCity, asking them to choose and review any of the products they were genuinely interested in. Their mission? Capture their experience in a quick, vlog-style Instagram Reel, from exploring the event to trying the food. Reels let them create a story their followers can connect with, sparking interest in the products as they watch each moment unfold.
Focusing on Three Products
Rather than an overload of options, we focused on three core products: S-Pure Cooked Chicken, S-Pure Cooked Pork, and Chicken Twistees. This focus keeps things simple, allowing influencers to showcase each item more meaningfully. By sticking with these three, followers get a clear picture of what’s available and are more likely to remember the products and try them for themselves.
Keeping it Real with Genuine Reviews
The brief encouraged influencers to be themselves, sharing honest thoughts on what they liked. This approach helps them create authentic, relatable content—showing real excitement or feedback without a scripted feel. When followers see their favourite influencers genuinely enjoying a product, it sparks curiosity and interest, making others want to check it out too
Why FMCG - F&B is Perfect for Influencer Marketing
The FMCG - F&B industry is all about everyday products that people connect with—things they eat, drink, and use regularly. Influencer marketing fits naturally here because it brings a human touch to the products, showing them in real settings. When influencers share their experience with an F&B item, it’s not just a product; it’s part of their daily life. This relatability builds trust and makes their audience curious to try the products themselves.
Plus, FMCG products often benefit from word-of-mouth, and influencers act as a trusted friend recommending something they genuinely enjoy. It’s a simple, effective way to reach consumers where they spend their time, making influencer marketing a powerful tool to increase brand visibility, drive sales, and build brand loyalty in the F&B space.
The results
- With 15 Partiposters, the campaign achieved a strong cumulative reach of 140,000, connecting with a broad audience.
- The content gathered 25.2K views, generating 5.44K engagements, showing active interest and interaction from viewers.
The takeaway from this campaign
Influencer marketing is a powerful tool for the FMCG - F&B sector, allowing brands to connect authentically with consumers, build trust, and drive awareness for everyday products.
As we move into Q4, the potential for impactful campaigns grows with holiday shopping on the horizon. By tapping into influencer marketing tips and creating genuine content, brands can make a real impact in an increasingly competitive space.
Ready to take your FMCG brand to the next level? Get in touch with Partipost to explore how our influencer marketing strategies can work for you.